Department Store Employees Turned "Li Jiaqi" Live With Goods Sold For 4 Hours Selling 150 Thousand

In February 24th, Guangdong decided to respond to the first level response of major public health emergencies to two levels. The spread of the epidemic has been initially curbed and Shenzhen's orderly resumption of work has also been escalating and self rescue.

The new crown pneumonia gave Shenzhen people the option of "squatting at home". It should have been a crowded shopping mall and department stores. The number of people dropped by more than 90% during the duration of the epidemic. Offline shopping is cool, can the shopping mall be moved online? A shopping center opens the "cloud shopping" mode, and there are forerunners trying to integrate water into the mall and membership system to pry consumption. The department store opened the "special counter to the home", and the department store staff changed their body to guide the dressing and skin care beauty Li Jiaqi, using live broadcast to bring goods, and completed sales of 150 thousand yuan in 4 hours.

Catering industry has gradually welcomed the resumption of restaurant food, for catering enterprises, loss is the key word. Under the pressure of tens of millions of stores, Shenzhen catering enterprises stepped out of the trilogy of self-help. Sell vegetables from stock, share employees with retail supermarkets, open online takeaway, and then transform the gourmet bloggers to launch semi-finished dishes and distribution, and help themselves in the catering industry. For retailers, the employment shortage caused by the sharp rise in orders has also been explored in cross industry cooperation.

　 Department Store

95 after the anchor line takes the goods: trust and interaction are the key.

He is a staff member of the department store, a small red book blogger, and a host with four years of live experience.

In early February, Yuan Chang, who was still in Jiangxi's hometown, temporarily opened the live broadcast in the evening. Without the usual gorgeous decoration of the live room, the display products are only their usual make-up skin care products, but I still do not expect to attract nearly 2000 people to come to watch. Most of these customers are fans of Tianhong Department store, that is, precise customer groups.

"I often say to my team," don't be an exaggerated party, speak out and use the real experience of the product to impress people. " Yuan Chang shares his experience of carrying goods. The 95 guy behind the sword eyebrow star is a staff member of Shennan Tianhong planning post. He is also a member of more than 30 anchor teams in Tianhong Department store.

Behind the identity of Tianhong employees, Yuan Chang is active in the major social platforms with the nickname of "Nan Zhu seniors". He is the blogger of Xiao Hong's book and a anchor with four years of live experience. From the show live broadcast, Taobao video live broadcast to department store direct broadcast, Yuan Chang has his own original opinion on the live broadcast of goods.

Trust and interaction are the essentials of Yuan Chang's emphasis on live broadcast. "Unlike other big V, the department store's live broadcast has not brought fans and traffic. You need to let consumers feel that you are reliable." Naturally, it is necessary to use the real use experience to circle the powder, rather than just exaggerate the product.

And set up enough interaction, that is, in order to answer customer's doubts in time, we should also use interactive benefits to retain customers. In the studio, Yuan Chang will let his colleagues act as his little assistant. When he shares the product with no comment, the assistant can answer the questions quickly.

In the live broadcast of the home in Jiangxi, in order to retain viewers, Yuan Chang set up a game rule for a lucky audience to send prizes every half an hour. He used two mobile phones, one of which was on screen every half an hour and was shown in the live room. The first reviewer in the screenshot would get a gift.

　 An average of 3000 people per hour watched the conversion rate of 18%.

* "industry short video + live +IP build" has become the golden triangle of the industry's attention.

In Tianhong Department store, there are two forms of live broadcast, one is the live broadcast of WeChat, and the other is to invite friends to enjoy the way of sharing the circle of friends and private letters and groups. The first is the live broadcast of Tencent, in addition to the way of invitation to watch, the platform itself carries traffic, and there will be tourists entering the direct broadcasting room.

During the epidemic period, four or five live broadcast days were put in the prime time of 8 to 10 o'clock in the evening. On average, there were 3000 people watching in one place, with a conversion rate of 18%. Tianhong Department Store official told reporters, this means that a live broadcast down about 540 single transaction. In a recent live broadcast of underwear brand, two four hours of live broadcast created 150 thousand yuan of sales.

In fact, as early as last August, Tianhong Department Store began to test the water live. "Industry short video + live +IP" has become the golden triangle of the industry. The shaping of the live broadcast system is behind the digital reconstruction of the consumption scene under the whole line. The purchase link on live page access is the mall page of every store, which means that the purchase will be included in the background system in real time. At the technical level, Tianhong reached strategic cooperation with Tencent in 2018.

The arrival of the epidemic is in danger. The temporary closure of consumer places under the line promotes people to adapt to the new shopping mode. The integration of online and offline integration is bound to deepen further this year. "Last June, our online consumption accounted for about 10%, and this year's goal is to increase to 30%. Because of the arrival of the epidemic, the proportion of online sales has improved. In the future, Tianhong hopes to open up the supply chain and realize the distribution function, which is equivalent to a future anchor can sell, wear, make-up and accessories, not just limited to its own products." Tianhong relevant person in charge introduced.

　　 Restaurant

Chef avatar cuisine director, ordering dishes + video teaching to double orders

Seize the "home cooking" craze and save yourself from the 3 version.

Loss became the key word of the catering industry in 2020. "Conservative estimate, now every month down shop loss nearly tens of millions, equivalent to losing about 300000 per day. Among them, rent and labor occupy the bulk. Feng Guohua, founder and chairman of farming brand, told reporters in Nandu.

In order to save themselves, the first step is to seize the rush to sell vegetables and digest inventory. Epidemic situation, at home to eat the fire sold vegetables electricity supplier. In Shenzhen, there are many old restaurants joining the ranks of selling vegetables, and the catering enterprises such as seabed fishing directly donated vegetables from the company to the front line of Wuhan.

In the second stage, the problem of imbalance in employment is highlighted. At the beginning of February, Ma Xiansheng launched the "sharing staff" plan, and retailers and distributors were renting their employees to the catering industry. In the Shenzhen area, the catering enterprises such as fish, snow, tea, Xibei and oats, and Yun Hai cuisine actively promote the implementation of the plan. For the catering industry, leasing staff to retail and electricity providers will help reduce labor costs and help the industry out of the cash flow dilemma. For retail electricity providers, the promotion of the "shared staff" plan will help to alleviate the shortage of jobs in the industry during the epidemic. This is essentially a win-win option.

At this stage, catering enterprises are also actively developing online orders, and the managers of Shenzhen catering enterprises indicate that they will increase investment in takeout orders and adapt to consumers to adjust takeaway menus. Many measures such as contactless distribution, security card and so on should also be upgraded.

The third stage is to catch the economic boom of "home cooking". In the past, offline outlets were the source of income for many restaurants. The revenue from farming and takeaway accounts for less than 10% of the total business volume. The sudden increase in online orders is difficult for the catering enterprises with such a large volume. With the short video trend and the online selling hot, the "home cooking + gourmet video" mode was born.

Farming Kee turned their chef into a gourmet anchor, photographed the gourmet video of the bag teaching package, accompanied by the sale of pure vegetables, dishes and video + teaching mode to get consumers' praise, and also received Hydrangea balls from supermarkets such as Tianhong, WAL-MART and box horse. The daily orders of Central City stores have doubled from less than 200 on the first day to 400 now. For the "vegetable distribution + video teaching" mode, Feng Guohua said that the initial operation is good, and other stores will also open this mode after the small program is online.

　 A number of catering enterprises have resumed hall food, and online takeaway is still important in the short term.

The effectiveness of the restaurant business is based on the restoration of consumer confidence.

Recently, the Guangdong provincial health and Health Committee and the provincial CDC have been newly compiled and issued by the Guangdong provincial new crown pneumonia prevention and control command to issue guidelines for the prevention and control of new crowns in the catering and catering industry. Reporters visited to understand that many restaurants in Shenzhen have resumed hall food.

At 11 a.m. on February 24th, 53 businesses in the ONE AVENUE Zhuoyue center, including tea, Lu Ding Ji, and Xibei oatmeal village, have opened the hall food service. Among them, Chen Pengpeng's halogen goose restaurant, Tao Taoju, Rong Yi, Jiang Hudong Bai Ding barbecue, big no meat, fish, fish, sour cabbage, fish shop, Nanjing big brand, backstage, Shandong old home, small hall, Xiaoyun brother Sichuan restaurant and so on, there are 13 shops. According to the guidance requirements of response grades, these open rooms, external swaying and dining area clearly specify the requirements for sitting and reception. For example, the private rooms (boxes) are smaller, and only one table is opened. Two the number of private rooms (boxes) above the table is actually less than 50% of the usual use.

At 11 a.m. on February 25th, the food and beverage stores such as rice restaurant, golden gorge, and Yun Hai Restaurant in coastal city have also resumed Hall Food greeting. Meanwhile, the catering industry will continue to pay attention to online revenue in the short term. Feng Guohua told reporters that farming records had opened two restaurants in Shenzhen, but few customers came to eat, or more orders for takeout. "The gradual lifting of the ban on food can at least release a signal of relaxation. However, whether the food business is effective or not depends on consumers' dares to come to the end, which is built on the restoration of consumer confidence. Feng Guohua told reporters in Nandu.

　　 Retail supermarket

Sharing staff to upgrade delivery capacity or introduce Internet vehicle companies

Cross industry deployment of staff to revitalize human resources initiatives continue to deepen

As for retail supermarkets, the measures to increase human resources in cross industry deployment continue to deepen. The rented staff have been on the job for many days and will be introduced into the future.

In Shenzhen, Shenzhen Gan Tang Ming Shan food and Beverage Co., Ltd. (its brand includes fish, Cai Lan Pho, Zai pepper, Sichuan Jianghu dish, etc.) and WAL-MART China has launched joint employment projects in various parts of the country. As a fruit and vegetable tally clerk at WAL-MART store in Shenzhen, Cheng Li was officially employed in WAL-MART. She was originally a waitress in the fish restaurant. After the outbreak, the food in the shop was suspended, leaving only the takeaway business, and the workload was reduced a lot. One day, the shopkeeper told everyone that the WAL-MART supermarket nearby had part-time jobs, paid wages according to working hours, and had the intention to go to work at this time. When the restaurant is back to business, we will inform you to go back to the store to work. After hearing the news, Cheng Li signed up with several good colleagues. "We are very happy to find four very good old colleagues who are working in WAL-MART."

Sharing staff continue to resume work for a week, how to solve the food problem still needs more ideas. Since February 8th, Shanghai Volkswagen, Caixin United Automotive Leasing (Beijing) Co., Ltd., Jiu Jiu Jiu liquor platform Polytron Technologies Inc (1919) and box motor have been working in a nationwide way to improve the capacity shortage. A taxi to send vegetables, gradually opened in some pilot cities. Nandu reporters learned that Shenzhen's related business is still under negotiation, and the Internet will take a taxi to complete the mission of sending vegetables or become a landscape of Shenzhen.

The employment of delivery is relatively special. "The employees transferred from the catering industry have their own health certificates, which can be quickly trained for posts, such as some of the shop's mobile jobs. They can do well, but as for the distribution staff, driving vehicles on the road requires relevant documents, which has a threshold." Insiders told reporters. "The entry of the Internet taxi company can solve the capacity problem better for retail, shorter time consuming and more quantity of a single trip. As for the entry of taxi companies, it helps to match employees across industries and tide over difficulties. " Insiders comment.

　 Shopping Mall

Open "cloud shopping", use existing member system to pry consumption.

To set up a new mode of "community + small program", and promote "reassurance" in the group of fans.

How to make good use of existing member resources and help businesses to tide over difficulties together? It is a win-win way to use member system to pry consumption. Members have always been an important asset of shopping centers, and also an important C end of "customer centred".

In addition to the rent for half a month, coastal city is also building a win-win platform, that is, the application of gradually mature "integration mall", with the help of the coastal city integration discount, while benefiting members, it also helps businesses, thus connecting the core B terminal (brand store end) and C terminal (member consumption end) of shopping center.

"For example, members of a merchant's brand discount can benefit from membership bonus, which is equivalent to a discount." Coastal city responsible person said that the improved integral mall will be launched soon.

Before that, many shopping centers including coastal city, Xinghe COCO PARK, Yitian Holiday Plaza and other shopping centers have begun to differentiate from the traditional "cloud shopping" mode. In the WeChat public address of these shopping centers, the first few tweets listed the WeChat two-dimensional code of each brand store clerk in detail. By scanning the two-dimensional code, consumers can add clerk WeChat to understand the new information on the store.

Earlier, Yitian Holiday Plaza set up a new mode of "community + small program" for epidemic situation, and launched "reassurance" in the group of fans. After joining the group, reporters found that customer service personnel shared different products to customers in different time periods. They also looked for products in the group according to their customers' speeches and appeals. Customers could place orders directly to customer service or place orders in the EGO Mini program of Holiday Plaza in Yitian. After ordering, some brands will ship their own products, and the EGO platform will be sent to consumers through SF EXPRESS's contactless way. After an afternoon observation, the reporters found that they could buy vegetables, fresh food, protective products, household products, 3C, cosmetics and even take away food and so on.

　　 Consider joint brand store

Presenting products and experiences in live form

The main body of the live broadcast is the brand shop, and the relationship with the shopping center needs adjustment.

Two weeks after Shenzhen resumed work, the stream of people returned to Shenzhen from all over the place. Offline shopping centers are still waiting for recovery. "After the resumption of work, the number of people in the field has increased, but the focus of epidemic prevention is to let the general public try to stay at home and do not gather. This directly affects passenger flow and sales volume is also affected." Coastal city shopping center responsible person told reporters.

There are even many articles on the Internet that exceed the expected target on line. Many shopping centres have a wait-and-see attitude towards such a "cloud carrying goods" approach.

The cloud brings goods and shops live. This seems to be a way for offline entities to seek "self help" in the special period. However, for the relationship between the brand shops and shopping centers, the main body of this "cloud shopping" and "store direct seeding" is brand shops, and the relationship with shopping centers is weakened.

"Simply speaking, without relying on the comprehensive operation of the shopping center, the interaction of formats, and even the achievement of the unified brand, the brand stores will achieve their own sales, which is bound to be different from the current business expectations of the entity shopping centers. Therefore, how to combine the brand shops with live broadcast to present a wealth of products and experiences should be promoted by the shopping centers and brand stores. A topic. The coastal city leader said.

However, in view of the impact of the epidemic, many shopping centers have also been tested live. Luohu the Mixc will open live broadcasting recently. Although the final platform for live broadcast has not yet been identified, vibrant channels like micro-blog and other popular channels have been included in the list.

Increasing online investment has become a consensus. Many shopping centers are developing small programs and catching up with the time nodes of the epidemic. Compared with the WeChat public address, small programs that can load orders and share data can play more functional roles. In the report of "new crown pneumonia impact on retail business market" recently released by Gao Li International, more than 40% of the commercial real estate owners surveyed explicitly expressed the need to increase online platform investment. "In the future, coastal cities will work together to build rich and diversified short videos and live content." Coastal city officials said.